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Consolidation of Samuk means serious business for Cooper

Cooper SH has announced a strategic consolidation of its businesses into a new UK structure bringing the recently acquired Samuk business into the new operation. Samuk had been acquired in September 2012 by a new holding Company owned by Cooper SH Directors, David Cooper and Tony Rooney.

Whilst retaining the roots of the Cooper SH brand, the business will now encompass a ‘General Handling’ portfolio to house the Samuk brand and will be based out of a new centralised Midlands facility. Cooper SH is already the established distributor for Konecranes lift trucks and Mantsinen material handlers.

The move comes after a three-month strategic review and will mean that the Samuk business, currently located at Peterborough, will be brought fully into the Cooper fold.

Heading up the new business David Cooper comments: "Bringing the two businesses under one corporate roof will help to make both businesses stronger. There are opportunities for shared expertise and resources as well as helping us to significantly reduce operating costs."

Within the new structure, the specialised handling division will focus on heavy lift trucks, port and container handling and, as before, will primarily represent a direct-sell operation. The general handling division will handle Samuk’s smaller counterbalance and related trucks through a dealer model but, in a twist, Cooper SH will also offer their dealers’ access to the Konecranes lift trucks up to 33 tonnes to broaden the dealer’s scope of supply.

Tony Rooney, Director for Cooper SH, adds: "The new structure will allow us to meet the diverse needs of the specialised heavy handling market which tends to be specification led. At the same time, with the reach of our dealer network, we can satisfy the demands of the generalist volume based market, thereby maximising the synergy across them both."

Following a successful dealer launch in November, Rooney reiterates the importance of the company’s dealer network: "A strong dealer network will be key to our future, and we are looking to appoint more dealers at the IMHX show in March."

The company has a significant presence in Hall 20 at IMHX and will be using the event to showcase its new structure.

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